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The patterns in the tourism industry and preferences are evolving to reflect an inevitable change in traveller behaviour, emerging destinations, technological advancements and shifts in the global economy and society.

“Understanding these trends is crucial for tourism businesses to adapt, innovate and remain competitive. The other benefit is enabling you to anticipate and prepare for future market demands and improve tourism experiences. This is the more reason we the outgoing board for sustainable and responsible tourism development. Keeping up with the trends ensures that the industry can meet the dynamic needs of travellers and capitalise on new opportunities,” tipped outgoing Uganda Tourism Board (UTB) chairperson Daudi Migereko.

Migereko's remarks at Mestil Hotel in Kampala on February 8, 2024, were during the inauguration of the new board which is chaired by tourism guru Pearl Kakooza.

"Today, the fast-changing tourism industry requires multilingual staff who are capable of catering to tourists from Germany, China and Kiswahili-speaking regions, as Uganda draws travellers from diverse corners of the world. It is crucial to bear in mind that the competition is fierce. Service providers in alternative destinations are continuously refining their offerings to attract the same clientele. Ensure that hotel owners prioritise sending their staff for regular refresher courses to maintain competitiveness," Migereko added.

Despite the challenges inherent in the industry, Migereko emphasized the importance of taking proactive measures to maintain Uganda's position as a desirable tourist destination.

"However, one of the other hurdles in the tourism sector is the lack of financial institutions to provide long-term loans, that enable players to acquire required boats and vehicles, and invest more to enhance the competitiveness of our destination. The infrastructure has improved but more improvement is desired as well as information dissemination," he said.

Resilience commended

In a similar tone, tourism minister Tom Butime commended the outgoing board for their resilience during the COVID-19 pandemic and their ingenuity in successfully hosting two significant summits: Non-Aligned Movement (NAM) and G77+China.

"Hosting two summits of such magnitude shortly after the challenges posed by the pandemic was a remarkable achievement. As you step into your roles, the ministry expects a strong emphasis on teamwork, drawing from a diverse spectrum including the Uganda Wildlife Authority, Uganda Tourism Board, Ministry of Tourism, Wildlife, and Antiquities, Ministry of Finance, Civil Aviation Authority Uganda, and others," Butime said, adding: "There will be no directives from above; instead, we expect tangible results."

He concluded with a call for the incoming board to focus on enhancing existing attractions to meet international standards and to innovate by introducing new attractions that align with contemporary preferences and trends.

Optimistic about the future

In her new role, Pearl Kakooza expressed her optimism with a beaming smile, acknowledging the solid foundation laid by her predecessors and affirming her commitment to maintaining its momentum.

"This team is dedicated to prioritising the interests of our country above all else, with the ultimate goal of accelerating the recovery that was halted by the COVID-19 lockdown," Kakooza said, adding: "It's heartening to note that our new team is composed of experienced members with diverse expertise across the tourism sector".

She outlined the team's focus on increasing intra-Africa travel, leveraging Uganda Airlines as a vital conduit to destinations such as Nigeria, South Africa and the Horn of Africa, with plans to expand beyond India.

Among the notable members are Lilly Ajarova, Rashid Kiyimba, Steven Masaba, Olive Lumwonya, Vivian Lyazzi, Tony Grace Mugaizi and Kawara Kazoba each bringing their unique skills and perspectives to the table.

The ministry’s permanent secretary, Doreen Katusiime, illuminated the prevailing belief that assigning women to leadership roles often leads to mismanagement. Nevertheless, with Kakooza leading the Board of Directors and Ajarova as CEO, Uganda is poised to challenge and overcome this outdated stereotype.

"Memories of such past conflicts within the industry are still fresh, particularly when a segment of the private sector opposed the rebranding to Explore Uganda and criticised the accompanying video footage. Much to their surprise, the initiative garnered international acclaim and significantly enhanced the visibility of destination Uganda,"  Katusiime sai.

Bradt Guides recently recommended Destination Uganda as one of the most preferred destinations globally.  

The menu of attractions enlisted comprised: The authentic Mountain Gorilla tracking, the majestic River Nile at Murchison Falls, reptiles, mammals, birds, plants, mountains and welcoming people. This endorsement follows a string of accolades from tourism authorities such as Nat Geo, CNN, and Trip Advisor.

UTB CEO Lilly Ajarova is confident the sky is the limit for the tourism industry given better infrastructure, service delivery and product development.

“We are riding on the wave left by the hosting NAM and G77+China. If all the participants return or recommend Destination Uganda to their peers we will see a flood of tourists during the new leadership of the new board,” she said.